{"id":41315,"date":"2020-07-31T11:46:25","date_gmt":"2020-07-31T09:46:25","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=41315\/"},"modified":"2021-02-13T14:47:10","modified_gmt":"2021-02-13T13:47:10","slug":"delivery-restaurant-lockdown-instagram","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2020\/07\/delivery-restaurant-lockdown-instagram\/","title":{"rendered":"Food delivery apps and fast-food chains during lockdown: Instagram Analysis"},"content":{"rendered":"

Last time you were here, we analyzed Instagram API data to see how the <\/span>beauty salon and fitness center industries adapted to the lockdown<\/span><\/a>. We suspected that they would be impacted by the COVID-19 lockdown, and we were right. Now, we are going to check how fast-food chains and delivery apps were affected by the same Coronavirus lockdown restrictions.<\/span><\/p>\n

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Analyzing Instagram data isn\u2019t a new thing at Sotrender. But since we know that a large portion of our crowd consists of marketers, social media managers, and those interested in social data, we thought it might be interesting for you. Our goal was to analyze the ways that customers and followers of both fast-food chains and delivery apps on a highly interactive social media platform.<\/span><\/p>\n

Anyway, here\u2019s what we found. \ud83d\ude42<\/span><\/p>\n

Why analyze this data?<\/b><\/h2>\n

We previously mentioned that one of our Audience Interest analyses showed that <\/span>users\u2019 interests were changing on Facebook<\/b>. Since more people were spending time online and had to find ways to adjust their habits during the lockdown, some Facebook Pages started to gain popularity. Pages of airlines or resorts didn\u2019t have the same experience, though.<\/span><\/p>\n

For example, we can see that <\/span>online shopping started to become more relevant in 2020<\/b>, whereas aviation dropped a few points (for pretty clear reasons). Since online shopping started gaining traction on Facebook, it would make sense that food delivery apps would get more attention on other social media channels.<\/span><\/p>\n

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Tip: The division between some of these categories might not seem so clear, so we\u2019ll break it down. Categories are based on whether or not you\u2019ve interacted with content published by Facebook Pages that were categorized in that way. Basically, if you liked a post, an ad, or a Page by a social media company, you\u2019re probably going to be placed in the \u201cOnline\u201d category.<\/em><\/p><\/div>\n

On that note, Google Trends also showed that some keywords blew up in a very short period of time. For example, the keywords <\/span>\u201cfood delivery\u201d became particularly popular worldwide<\/b> when governments started to take precautionary measures.<\/span><\/p>\n

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Food delivery on Google Trends<\/p><\/div>\n

When we checked how restaurants were doing, however, we found the opposite trend emerging. Since things were looking grim for the dining industry, we expected the interactions between those fast-food restaurants and their customers to differ online.<\/span><\/p>\n

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Note: the red line represents the keyword restaurant, while the blue line in comparison shows food delivery.<\/p><\/div>\n

This makes sense since restaurants keep customers in close proximity to each other, which could easily further contagion. Therefore, we wondered <\/span>how did one industry that seemed to become more relevant during the lockdown change their strategy, and how did it compare to one that faced a huge challenge<\/b>.<\/span><\/p>\n

Based on this initial research, we decided to take a deeper dive into the social media profiles in these industries to get some answers.<\/span><\/p>\n

What did we want to answer?<\/b><\/h2>\n

To do that, we needed to answer these questions:<\/span><\/p>\n